Razor Industry

The article asserts that razor sales expanded after the invented leg-shaving norm took hold. The article rejects the idea that pre-existing consumer demand drove the women's leg-shaving market. Razor manufacturers historically sold mainly to men, limiting their potential market. The article says leg shaving became a widespread normalized female grooming practice within about two years. The razor industry expanded its market by manufacturing a hygiene norm for women rather than relying on an existing one. Targeted messaging promoted the idea that hairy legs on women were unclean or undesirable.